Reputation takes on special relevance for companies and organizations at a time when the traditional model of short-term capitalism is being redefined and focused on moving from short term to the creation of long-term value and creating value for all stakeholders. This approach requires demonstrating with metrics the benefits that long-term creation produces and precisely, a key performance indicator (KPI) that addresses this need of demonstrating empirically the long-term value is reputation. Nowadays, the rising value of company-intangible assets and resources such as reputation has increased academic interest in the methodological properties of such metrics which are being object of monitoring and management. One of these properties is the invariance of the metric between the different demographic groups composing the population. The invariance of the corporate intangible metrics is an essential requirement for a correct interpretation of reputation results surveys, especially in those indices such as RepTrak Pulse that measure overall reputation on a broad demographic spectrum. The populational invariance guarantees that individual RepTrak Pulse scores might be aggregated to other population samples because everyone is expressing the same underlying feeling. The classic tests about reliability and validity of the RepTrak Pulse metric do not deal with this issue and therefore, the invariance analysis becomes a complementary and necessary test that allows legitimately to make use Pulse scores at populational level. In 2011, Ponzi, Fombrun and Gardberg demonstrated that the RepTrak Pulse was valid and reliable in several countries. However, they did not verify the population invariance of this metric. Four years later, this deficiency was corrected, demonstrating the invariance of the Reptrak Pulse by sex, age, and educational level by Alloza (2015). The populational invariance guarantees that Pulse scores variations reflect real feeling changes and not changes due to variations in the demographic composition of survey samples. Our current research aims to reinforce the robustness of RepTrak Pulse index by checking the degree of invariance with respect to a variable that often goes unnoticed in the Pulse follow-up, namely case of the generational group. The generational effect should not be confused with that of age, even though they are related. Generations imply specific ways of understanding and reacting to the world that could interact the notion of Pulse shared by each generational group and could invalidate the temporal comparison. Thus, here we examine the degree of invariance that Reptrak Pulse has by generation. To separate the effect between generation and age the “time-lag method” was applied to the invariance analysis in two cross-sectional samples (in 2006 and 2017). Data proceeding from 9000 interviews were analyzed in Spain, France, Germany, Canada, Brazil and Japan. Our results show that RepTrak Pulse is invariant by generation; thus, generational changeover does not interfere with the interpretation of the temporal trajectory of this overall reputation construct.

在重新定义传统的短期资本主义模型并将其重点从短期转变为创造长期价值并为所有利益相关者创造价值的时候，声誉对公司和组织具有特殊的意义。这种方法需要用度量来证明长期创建所产生的收益，并且准确地讲，一个关键绩效指标（KPI）可以满足以经验证明长期价值的需求，即声誉。如今，公司无形资产和资源（例如声誉）价值的增长，使人们越来越关注作为衡量和管理对象的此类指标的方法学特性。这些属性之一是组成人口的不同人口群体之间的度量不变性。在广泛的人口统计范围内衡量整体声誉的脉搏。总体不变性保证了每个RepTrak Pulse得分可能会汇总到其他总体样本中，因为每个人都表达相同的基本感觉。关于RepTrak Pulse指标的可靠性和有效性的经典测试无法解决此问题，因此，不变性分析成为一项补充和必要的测试，可以合法地在总体水平上使用Pulse得分。在2011年，Ponzi，Fombrun和Gardberg展示了RepTrak Pulse在几个国家是有效和可靠的。但是，他们没有验证此指标的总体不变性。四年后，这种缺陷得到纠正，由Alloza（2015）证明了Reptrak Pulse在性别，年龄和学历方面的不变性。总体不变性保证了Pulse得分的变化反映了真实的感觉变化，而不是由于调查样本的人口组成变化而引起的变化。我们当前的研究旨在通过检查与在Pulse中通常不会被注意的变量的不变程度来增强RepTrak Pulse指数的鲁棒性随访，即世代群体的情况。即使与年龄有关，世代影响也不应与年龄相混淆。几代人暗示着对世界的理解和反应的特定方式，这些方式可能与每个世代群体共享的“脉冲”概念相互作用，并且可能使时间比较无效。因此，在这里我们检查了Reptrak Pulse产生的不变性程度。为了区分年龄和年龄之间的影响，在两个横截面样本中（2006年和2017年）将“时滞法”用于不变性分析。在西班牙，法国，德国，加拿大，巴西和日本对9000次采访中获得的数据进行了分析。我们的结果表明RepTrak Pulse世代不变 因此，世代转换不会干扰这种整体声誉结构的时间轨迹的解释。